My last few entries have been focusing on Enterprise 2.0 and its benefits, risks, values, etc in regards to larger organisations and campaigns. This week’s task however is to discuss Enterprise 2.0 and its major benefits as well as value levers from the McKinsey Global Institute Report, with reference to the Social Sector.
With many businesses adopting social technologies at a rapid pace, it’s not surprising to see the number of not-for-profits and non-governmental organisations taking advantage of them too. In fact, when I was considering which organisation within the Social Sector to discuss in this post, I found that almost every one that came to my mind immediately, had a Facebook and Twitter page, including; Red Cross, The Cancer Council and Starlight Children’s Foundation.
As an animal lover, my favourite charity is the RSPCA.
The RSPCA, for those of you that don’t know is the Royal Society for the Prevention of Cruelty to Animals. It is a charity that endeavours to protect animals from cruelty and suffering and promotes ongoing kindness and welfare for all animals. The charity has a strong following on Facebook and Twitter (Both for their national and state accounts), which I think they utilise in a way that allows them to create the value mentioned in all 9 Social Sector value levers:
- Gather Information
- Crowdsource resources and solutions
- Create and expand volunteer network
- Retain Support
- Educate the public
- Engage supporters
- Improve collaboration and communication
- Rapid organising
Obviously the RSPCA is constantly working towards gaining further support for their cause and spreading messages about animal welfare, and with the power of social technologies, it is all the more easier for these messages to be shared on a greater scale to a variety of different people (even when people like me write about them in their blog)!
One specific value lever from the functional area ‘mobilise resources’ that is particularly relevant to RSPCA at this point in time is retaining support and how they have applied this to the election campaign. Through their Facebook and Twitter accounts, RSPCA has been encouraging followers to not only share with their networks, but to contact political candidates using the hashtag #PoliticalAnimal to ask them where they stand on animal welfare issues, so that voters could be accurately informed about these important animal rights issues and what certain parties have to say about them.
Source: RSPCA Facebook Newsfeed
Now I don’t know about you, but I haven’t been able to open my Facebook or Twitter newsfeeds without being bombarded by people’s opinions about the election, do you know what I mean? This is where I think the RSPCA has been really clever. By simply relating their messages and content to what is relevant and happening in the world they allowed themselves to become part of an already existing and HUGE conversation, where they have been able to spread and remind people about the RSPCA’s goals and messages, but also forced political candidates to address what their stand is and what promises they can make about animal welfare issues- and all through the power of the community!
If my blog has inspired you in anyway to help out the RSPCA, I would recommend checking out their Get Involved Page and if you still aren’t convinced, here’s a picture of one of the dogs (Invader) you could adopt from the RSPCA Wacol Centre right now (I am a bit of a dachshund lover).
Source: RSPCA Adopt A Pet
Thanks again for taking the time to read through my post, I really appreciate any comments or feedback that you have!
- Fogle, B., & RSPCA. (2002). What’s up with my dog? Camberwell, VIC: Dorling Kindersley.
- McKinsey Global Institute Report
- RSPCA Official Website
- RSPCA fears exodus of ‘disillusioned staff’, says deputy chairman (telegraph.co.uk)